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Call Center Turned Strategic Patient Engagement Engine
Session 80, February 12, 2019
Tanya Andreadis, Associate Chief Marketing Officer, Penn Medicine
Amy Zylstra, Executive Director, Contact Center, Penn Medicine
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Tanya Andreadis, Associate Chief Marketing Officer, Penn Medicine
Amy Zylstra, Executive Director, Contact Center, Penn Medicine
Has no real or apparent conflicts of interest to report.
Conflict of Interest
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• Precision Marketing At Penn
• Personalized Experiences
• Reporting On Marketing Impact
• Greater Call Efficiency
• Partnership with Operations
• What We All Need to do More of…
• Questions
Agenda
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• Differentiate healthcare providers from the competition (including
non-traditional providers) based on world-class patient
experiences
• Explain how “whisper campaigns” provide call center agents
insights on why the patient is calling
• Identify criteria for assessing and selecting call center technology
that meets strategic patient engagement requirements
• Design a CRM-enabled contact center for personalized patient
experiences and improved engagement
• Analyze marketing and call center data in a single view to
understand the full impact and ROI of marketing’s patient
acquisition strategy
Learning Objectives
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Precision Marketing at Penn Medicine
Integrated Strategic Marketing
Strategy
Brand
Business Growth
Engagement
Integrated
Data
Provider
Demographics
Insurance Claims
Behavioral, Clinical
& Financial
Campaign
Response
Technology
CRM/PRM
Marketing
Automation
Content
Managementt
Insight
Dashboards
Impact Assessment
Patient Preference
Revenue
Reconciliation
Results!
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INSIGHT: Better Customer Insights
– More data to understand customer segments
– Better understanding of the customer journey
– Ability to anticipate customer needs and develop relevant offerings
INTELLIGENCE: Understanding Marketing Effectiveness
– Tracking customer behavior
– Tracking of online and call center interactions and subsequent heath care transactions
– Understanding tactics that work best alone, or in combination with other tactics
EFFICIENCY – Cost and Resource Efficiency
– Trigger based communications
– Automated dashboards
– More qualified leads at a lower cost
– ROI forecast accuracy
Why Penn Invested in CRM & Analytics Platforms
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The Stages of Evolution
2010
2011
2013
2014 2015
2016
Functional
Redesign
Strategic and
analytical skill
set
CRM
PRM
Evariant
Platform
Digital
Campaign
13 campaigns
Marketing
Automation
Email nurturing
capability
Data
Attribution
Data integration
Sitecore
CMS
Landing page
templates,
Speed to
market, Mobile
responsive
Contact
Center
Integration
Integrated
engagement
tracking
Infrastructure Process Redesign Integration Optimization Scale Optimization
2017
Enterprise
Expansion
Corporate
structure to
support users
across the
health system
2012
Data Mart
Advanced
Analytics,
Dashboards,
Rigorous data
management
2018
CRM &
CMS
Upgrade
Scale,
Update
Systems
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CRM Enables PERSONALIZED
EXPERIENCES
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Contact Center Screen Shot
Customer Service Reps can see the individual is interested
in a Second Opinion and is ready to offer relevant
information.
Online Activity Connected to Call
Landing Page Forms
A drop down menu with several options allows for
individuals to chose a topic for the discussion.
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Reduce Anxiety and Provide
Better Service
“The whisper campaigns make is so
much easier for me to help people. I
like when I know why a caller is calling
before we get connected. I can start the
conversation with information instead of
from scratch. It makes a big
difference!”
Anike, Call Center Representative,
Penn Medicine
Campaign Specific Phone Lines
Campaign Specific Phone Lines
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Campaign Specific Phone Lines
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Don’t Let People Slip Through The
Cracks!
We now send follow-up emails to
individuals who request an appointment, but
who do not actually come in
Neurosurgery, Cancer…
For neurosurgery follow-up within 1 week.
Primary Care, Orthopedics…
For primary care follow-up within 2 weeks.
Neurology, Rheumatology…
For non-emergent or low access areas follow
up within 30-60 days.
Calls Trigger Personal Follow-Up Emails
FOLLOWING UP RESULTS IN APPOINTMENT REQUESTS THAT COULD HAVE BEEN
LOST
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CRM ENABLES REPORTING ON
MARKETING IMPACT
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18,355
PATIENTS
30%
NEW TO PENN
MEDICINE
8%
Outside Regional
Market
6:1
ANNUAL MROI
$200
PER PATIENT
up 24%
16:1 MROI
Highest Service
Line: Bariatrics
P A T I E N T S F R O M D I G I T A L C A M P A I G N S
18,000
50,498
DIGITAL LEADS
46%
REQUESTED TO
BE CONTACTED
48%
Converted via a
Google PPC ad
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• All web forms
mapped to
CRM
• Contact Center
Representative
s work inquiry
queue
• Email nurturing
when there is
no connection
reporting
• Comprehensive
reporting
Digital Lead Management
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All web forms mapped to CRM
Contact Center
Representatives work inquiry
queue
Email nurturing when there is
no connection reporting
Comprehensive reporting
Digital Lead Management
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Urinary Incontinence Facebook Posts
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CAMPAIGN HIGHLIGHTS
• Overall call volume increased 10%
when the campaign was in market
• Big jumps in volume were
attributed to social media activity
THE RESULTS
– 366 Digital Inquires
– 2,296 Call Inquires
– 29% Requested
Appointment
– 65% New
– 73 Unique Patient
Encounters
Direct Attribution to Campaign Tactics
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CRM ENABLES GREATER CALL
EFFICIENCY
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Caller Information Populated
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Patient Demographics Immediately Visible
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Provider Search – Comprehensive Search Criteria
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Physician Profile
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Ease in Scripting Offers
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Custom Dashboards
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Dashboards on Agent Activity
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CRM OPTIMIZES PARTNERSHIP
WITH OPERATIONS
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Contact Center Access Center Departments
Community
Locations
Multiple Entry Points, No Data Sharing
Current State Penn Medicine Call Centers
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Work in Progress
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Process Flow for Digital Inquiries
Web Form
Submitted
Email sent
to patient
New Lead Info
populates in CRM
Care Coordinator
Logs into CRM and
views Lead Info
Coordinator Calls
Lead
Does Lead
Answer?
Does Lead
Schedule Apt?
YES
Record Outcome
in CRM
NO
YES
Record Outcome
in CRM
END
Set Reminder
for Follow-up
Leave Message
for Patient
Is Apt Scheduled
in EPIC?
NO
Make 2
nd
Call END
NO
YES
Record Outcome
in CRM
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Physician Issue Management
This new initiative is current in-development to manage and distribute
issue reports to departments and other leadership
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Case Management: Penn Global Medicine
1,300+ cases annually; 64% originate from a call or web form to the Contact Center
Contact Center nurse receives initial call and creates an “Inquiry” tagged as “global medicine”
Tag triggers a notification to a PGM case manager (using CRM for case management)
PGM creates a “case” and manages various steps to nurture lead
Case manager and Contact Center can share leads, make calls, add notes, assign tasks
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WHAT WE ALL NEED TO DO MORE
OF…
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Offer More Than They Expect
Offer More Than They Expect
While you work toward
your ultimate vision, start
by helping your customer
on every call:
• Registration for the patient portal
• Registration for text based
appointment reminders
• Location based amenity
information
• Health & Wellness newsletter
• Email summaries of call activities
• Emails with supportive health
information, patient education,
etc.
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Please remember to complete online session evaluation
Questions
Tanya Andreadis
ACMO
tanya.andreadis@uphs.upenn.edu
Amy Zylstra
Executive Director, Contact Center
amy.Zylstra@uphs.upenn.edu
